Building a simple effective online marketing plan

Building a Simple, Effective Online Marketing Plan

Chloë Thomasindiumonline

30th November 2011

indiumonline.co.uk01865 980 630

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Chloё Thomasindiumonline services include:• Email Marketing• PPC• SEO• Affiliate Management• Social Media• Online Marketing Planning



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A Marketing Plan

• Objectives• Strategy & Tactics• Implement• Review & Amend

BRANDING







OnsitePlan

OfflinePlan

OnlinePlan

Objectives







A Good Plan Must

• Meet the objectives (drive sales & acquisition)• Fit with your brand & build brand awareness• Consider new & existing customers• Be flexible• Be comprehensive/multichannel







1. Research– Where are you now?







Research: Where are you now?

• How many customers do you have?• How many order online?• How do they get to your site?• Do you have their email address?• What traffic sources drive the money?• Where are you on the search engines?







• Google Analytics• Surveys• Twitter analytics• Facebook analytics



Research: Where are you now?





Traffic Orders Value AOV Per Visit Conv Rate Per Visit Cost

Email

Brand PPC

PPC

Affs

Twitter

Facebook







1. Research– Where are you now?– What’s happening in the marketplace?• Competitors• Opportunities







Myriad of Online Tactics






http://www.mindmeister.com/70173602/online-marketing-plans


1. Research2. What are your objectives?– AOV– Conversion Rate– Traffic Volumes– Sales– # of Orders



– Margin– Per Visit Value– New Customers– List Size





1. Research2. What are your objectives?3. Where does continuity & natural growth take

you?4. How are you going to fill the gap?














you?4. How are you going to fill the gap?– Do more of the existing activity– Test new areas







2012 Opportunities Hitlist

• Email – great ROI, no-brainer. Blast & automated• Brand PPC – insurance, low cost, no brainer• PPC – works for some, not for others

if your margin’s under 30% you may struggle• Yahoo/Bing PPC – merger? If Google works for you – use it• Affiliates – attribution – beware. But very powerful• Google Base – no brainer• Remarketing – test it on Google. Complex set up• Social Media – slow pay-back, but huge. (+ SEO)• SEO – check your keywords• Ad networks – next step on from PPC & remarketing








you?4. How are you going to fill the gap?5. Create your plan– Calendar of activity– Financial plan– Written guide (optional)




















you?4. How are you going to fill the gap?5. Create your plan6. Launch, monitor, amend


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twitter.com/chloeatindiumtwitter.com/indiumonlineindiumonline.co.uk/bloguk.linkedin.com/in/indiumchloethomas

Chloё Thomasindiumonline services include:• Email Marketing• PPC• SEO• Affiliate Management• Social Media• Online Marketing Planning



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Building a simple effective online marketing plan